This morning, Reprise Media released the 6th annual Search Marketing Scorecard on the Super Bowl, which ranks Super Bowl advertisers based on the level of integration between their television commercials and presence in search and social media â€“measuring how prepared each brand was to capture the demand created by their Super Bowl advertising investment. The Search Marketing Scorecard is the longest-running study of its kind.
The audience for this yearâ€™s Super Bowl was primed and ready for integrated campaigns. According to a recent comScore study, 1/3 of the 90 million people planning to watch the Super Bowl expected to log on to their computers during the game. Furthermore, One out of every ten viewers (or nearly 9 million people) were going to use their computers specifically to seek out advertiser websites. That sounds like an audience thatâ€™s not only interested in the ads, but interested in having real interactions with brands, which is what our study is all about.
So how did this yearâ€™s advertisers do?Â Read full article here.